Singapore too pricey, dull for tourists? Not true: Marriott regional boss

SINGAPORE - Singapore, often described by visitors as clean, efficient and safe, is also praised for its modern infrastructure and good food.

But criticism has surfaced online after some Chinese tourists on lifestyle platform Xiaohongshu complained that the Republic is

“too hot, too boring and too expensive”

, sparking debate over whether Singapore still excites travellers amid growing competition from other Asian cities.

That criticism, however, overlooks how today’s travellers – and Singapore’s tourism strategy – have evolved, Mr Rajeev Menon, Asia-Pacific president of Marriott International, told The Straits Times in an exclusive interview.

While the city is undeniably hot, it need not be expensive or dull, with Singapore repositioning itself for a new generation of travellers who are more intentional about how and why they travel, and are willing to pay for deeper, more meaningful experiences beyond shopping and sightseeing.

Since Covid-19, travellers have shifted decisively towards experience-driven trips, with credit card data and Marriott’s loyalty member insights showing that spending on sustainable travel, dining and wellness has outpaced purchases of other goods.

“When people were locked down, they realised freedom and mobility mattered more than almost anything else. That mindset hasn’t gone away,” said Mr Menon, who is also a board member of the Singapore Tourism Board (STB).

While current visitor arrivals in Singapore remain slightly below the 2019 peak, tourism receipts have already surpassed pre-pandemic levels.

From January to October 2025, Singapore recorded 14.3 million international visitors, up 3 per cent from a year earlier.

The STB expects full-year arrivals of 17 million to 18.5 million, while analysts project up to 19 million visitors in 2026, close to the pre-pandemic peak of 19.1 million in 2019.

Visitors are also spending more, with tourism receipts surpassing pre-pandemic levels at $29.8 billion in 2024, 7.6 per cent higher than in 2019. The STB expects spending to reach between $29 billion and $30.5 billion in 2025. By 2040, it is aiming for as much as $50 billion in tourism receipts.

The numbers are consistent with Singapore’s tourism strategy, which now focuses on attracting visitors who stay longer, spend more and engage more deeply with the city, rather than maximising arrival numbers.

Under STB’s Tourism 2040 road map, Singapore is positioning itself as a year-round global city destination anchored by experiences such as arts, history and culture, lifestyle events, gastronomy, wellness as well as business and sustainable travel.

Luxury travellers, in particular, have driven growth in room revenue, especially those from Asia, underpinned by a rapidly expanding middle class in the region and a growing number of millionaires minted each week, Mr Menon noted.

He added that Marriott, which already operates 22 hotel properties with around 6,200 rooms in Singapore, is lining up even more hotels here from its stable of 30 global brands to capture that demand.

The key is having the right options available for each customer group, Mr Menon said.

Marriott recently introduced for the first time in Singapore its Luxury Collection hotels, which focus on deeply local, high-end stays where the design, food and activities are tailored to the destination’s culture and history.

The latest was the opening of Frasers House in Bugis on Jan 7, marking Marriott’s second Luxury Collection property in the Republic after the launch of The Laurus at Resorts World Sentosa on Oct 1, 2025.

Launched in partnership with Singapore’s Frasers Hospitality, Frasers House draws inspiration from nearby cultural enclaves such as Kampong Gelam, Arab Street and the Bras Basah-Bugis arts district.

Previously the InterContinental Singapore, the 406-room property is undergoing a phased renovation to preserve its architectural heritage and Peranakan-inspired design.

The Luxury Collection adds to Marriott’s existing stable of 14 brands in the Republic, comprising Edition, St Regis, Ritz-Carlton, JW Marriott, W Hotels, Sheraton, Marriott, Westin, Tribute Portfolio, Autograph Collection, Design Hotels, Four Points, Courtyard and Aloft.

The group has six more properties with over 2,600 rooms in the pipeline, including Four Points by Sheraton Singapore in Jurong, and Varel Singapore, a Tribute Portfolio Hotel in Selegie Road Arts District. Both hotels will open in the first quarter of 2026.

It will also open a Moxy property in Boat Quay in 2027.

The new locations in places such as Jurong and Balestier are intentional and strategic, and are expected to tap new demand away from the traditional Orchard-Marina Bay area, Mr Menon said.

This approach also aligns with Singapore’s broader plans to decentralise economic activity and develop its heartland districts, while giving visitors a different view and experience of the city beyond the usual landmarks.

Another way Singapore has been able to attract visitors is by deliberately creating experiences that are unique to the city, such as the Formula One Singapore Grand Prix, major global concert tours by Taylor Swift and Blackpink, the Asia-Pacific premiere for the movie Wicked: For Good, and major sports events like the World Aquatics Championships and Singapore T100 triathlon.

It also draws high-spending visitors in the meetings, incentives, conferences and exhibitions (MICE) segment. In the first half of 2025, Marriott recorded a 12.5 per cent increase in MICE-related bookings in Singapore.

“MICE travellers spend more than the average tourist,” Mr Menon said. “And if they enjoy the destination, they often come back with their families.”

Singapore’s mix of hawker culture and fine dining has been a major draw, especially for younger travellers who are more values-driven and experience-focused, often planning trips around dining alone.

“They’ll go to a city specifically to eat at top restaurants or bars. That wasn’t a dominant trend 10 years ago. Now it’s mainstream,” he said.

“So is Singapore hot? Of course,” Mr Menon said, noting that the country sits near the Equator. “But I wouldn’t classify it as boring.”

Areas like Bugis showcase this point. “That melting pot of cultures is something you only see when you walk the streets, and it deserves more attention.”

Nor does Singapore cater only to the ultra-wealthy.

While the Republic is more expensive for tourists compared with most Asian cities owing to its strong currency and high costs, “the question is whether it delivers the experiences today’s travellers are seeking”. In many ways, it does, said Mr Menon.

“If you play to your strengths, that’s a better strategy than chasing volume.”